Up Front
UP FRONT
ON YAMAHA DIRT DAYS AND A NOTABLE SAFETY FILM ENTITLED “THE EXPERT RIDER.”
IN RECENT HISTORY, the motorcycle industry has managed to grow a considerable amount each year. But as I recall it, the industry has done little in the way of promotion. It was the enthusiasm of the people riding that turned public attention toward two wheels.
But those days are gone. The industry has leveled off. Sales are still good for the most part, but they are only maintaining previous levels. Word of mouth has done all it can do, especially in a recession economy.
What I’m leading up to is that it’s time for the industry to get out and do some serious promoting. Television is one way. All the majors are going that route. But you can’t touch and feel on television, and you can’t develop that contagious enthusiasm that is motorcycling. You have to supplement TV exposure with something else, and Yamaha has done just that with its Dirt Days program.
Dirt Days programs are two-day events run along the lines of an old fashioned county fair. There’s something for everyone and Yamaha intends to put on 10 or so in selected areas of the country this year.
To get would-be participants into the spirit, Bruce Brown’s film classic “On Any Sunday” is shown continuously. For those who are convinced that an active roll is better than a passive one, Yamaha provides everything free, from motorcycles and helmets to qualified instructors who teach riding skills.
For beginners, instructors will demonstrate the basics and inform participants where they can continue their all-important rider education. Special instructors are also available for those who can ride already, but are interested in tackling specific forms of motorcycle sport (trials, enduros, motocross, etc.). In these instances the instruction is usually followed by practical application on miniature courses, and then by actual competition.
Special attractions often include high school motocross competition. (See the accompanying photo). Courses for the high school motocross are professionally laid out and are as rugged as the competition can take. High school riders who wish to enter are invited to sign up at any participating Yamaha dealership.
To accommodate the younger racing enthusiasts, bicycle motocross competition will be held during each event.
In addition to actual motorcycle riding, display booths are available for information on maintenance, safety and many more topics relating to the sport. Topping off the program are trophies and prizes for winners of the various events.
Free admission tickets are available at all participating Yamaha dealers. Gate admission is $2 for adults and $1 for children under 12.
There’s absolutely no substitute for actual participation when it comes to generating enthusiasm, and enthusiasm is certainly not a bad approach to selling motorcycles. If a Dirt Days program is held in your area, attend it. You won’t be sorry.
As for the rest of us in the industry, a little more innovation like this wouldn’t hurt.
Getting people interested in bikes is but one facet, however. Yet another is keeping them safe once they’re hooked. Kawasaki Motors Corp. is one of the leaders in this area and it is now concentrating on teaching those who can ride to be more aware of what’s going on around them. This in turn helps riders avoid accidents, which is the whole point.
The latest item released by Kawasaki on the subject is a 26-minute color film called “The Expert Rider.” The film serves three functions. First, it supplements the Motorcycle Safety Foundation’s Beginning Motorcycle Rider Course and the existing Kawasaki instructional materials adapted from that curriculum. Secondly, it can be used as a self-contained document on riding strategy for those who have already mastered basic riding skills. This is important, because many would-be experts have missed critical awareness areas concerning riding simply because driver education courses at the time they were enrolled did not include them. And finally, the film can be shown to automobile driver education students so they may a) become aware of the motorcyclist and his particular set of problems, and b) learn some techniques often overlooked by automobile drivers that are essential to defensive driving.
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Incidentally, the film is also suitable for television and in several communities it may be put to good use there.
The majority of the film’s content is devoted to searching out potential hazards, and then making the right decision on avoiding them. Visually, the viewer sees what the motorcyclist entering the potentially dangerous situation sees. Time is then given for the viewer to identify hazards. Then the sequence is repeated twice. Once, what could happen is shown. And finally, the proper action to avoid danger is shown.
Kawasaki’s use of this technique and the way it was filmed is the best I’ve ever seen. It makes several strong points without being boring or degrading to anyone, including the occasional expert who will see it.
Kawasaki’s film has good credentials to back it up, as well. It was produced in consultation with Dr. Jack K. Weaver and the staff of Texas A&M University’s Safety Education Program, and Mr. Kent Jessee of Central Missouri State University. The staff of the Motorcycle Safety Foundation also provided advice to the producer, Bruce Cummings.
If you’re interested in safety and want to obtain the film for a group showing, it is available from Kawasaki at below-normal costs. You may purchase it for $75 direct from the Kawasaki Safety Department, or inquire about obtaining it from your local dealer. He may order it at a special reduced dealer price from Kawasaki and give, loan or sell it to you at that reduced price.
If your dealer is unable to supply the film, or if you are not located in an area served by a Kawasaki dealer, write to Bruce Cummings, Safety Education Department, Kawasaki Motors Corporation. The address is P.O. Box 11447, Santa Ana, CA 92711. Make an effort to see this film. E]
